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Comunicação Estratégica: Publicidade e Relações Públicas
Assessoria de Comunicação

Assessoria de Comunicação

Código	17478
Ano	1
Semestre	S2
Créditos ECTS	6
Carga Horária	TP(45H)
Área Científica	Ciências da Comunicação
Learning outcomes	This CU aims to equip students with the generic and specific skills essential for entering the communication consultancy job market and also for carrying out scientific research in this area of strategic communication. - Understand the importance of communication activities and media relations; - Understand the role of public opinion and opinion leaders; - Master techniques and tools for communicating with the media in different contexts; - Understand the importance of media relations in crisis management.
Syllabus	1 . The field of communications consultancy 1.1 Promotional industries and cultures 1.2 Communications agencies and departments 1.3 Ethics and professionalism in consultancy 2. Public relations and the public sphere: theories and concepts 2.1 Identity, culture and reputation 2.2 Integrated communication, communication excellence and agile communication 2.3 Rhetoric, dialogic communication and power 3 . Media relations 3.1 The field of media relations: sources of information and journalists 3.2 Press relations techniques and tools 3.3 From planning to strategic evaluation 4. Crisis communication and the media 4.1 Principles and phases of crisis management 4.2 Crisis communication strategies: image repair theory and situational crisis theory 4.3 Rhetorical arena theory
Teaching Methodologies and Assessment Criteria	Assignment 1 – Review of an article or book chapter – 25% Assignment 2 – Communication advisory practice – 50% Assignment 3 – Theoretical basis for article – 25% Class participation will be permanently linked to the assessment of each assignment.
Main Bibliography	Almansa, A. (2010). Assessorias de comunicação. Difusão Editora Aronczyk, M., Edwards, L. & Kantola, A. (2017). Apprehending public relations as a promotional industry.Public Relations Inquiry, V6, IS 2, doi: 10.1177/2046147X17706411 Coombs, T. & Holladay, S. (2007). It’s not just PR: Public relations in society. Blackwell. Coombs, W. T. (2007). Ongoing crisis communication: Planning, Managing, and responding (2nd ed.). Sage Gonçalves, G. (2010). Introdução à teoria das relações públicas. Porto Editora. Gonçalves, G (2013). Ética das Relações Públicas. Minerva. Heath, R. (2010). The Sage handbook of public relations. Sage. Holtzhausen, D., Fullerton, J., Lewis, & B. Shipka, D. (2021). Principles of strategic communication. Routledge. Johnston, J. (2012). Media Relations - Issues and strategies, 2nd Edition. Routledge
Language	Portuguese. Tutorial support is available in English.

Regente


	Sónia Manuela Martins de Sá

Curso

Comunicação Estratégica: Publicidade e Relações Públicas

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